Predicting luxury purchases: A new comprehensive framework and research roadmap

Al-Issa, Ne main; Dens, Na halie; Moons, Ing id; Ali, Oma
A icle
P edic ing luxu y pu chases: A new comp ehensi e
amewo k and esea ch oadmap
Cogen Business & Managemen
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Taylo & F ancis G oup
Sugges ed Ci a ion: Al-Issa, Ne main; Dens, Na halie; Moons, Ing id; Ali, Oma (2024) : P edic ing
luxu y pu chases: A new comp ehensi e amewo k and esea ch oadmap, Cogen Business &
Managemen , ISSN 2331-1975, Taylo & F ancis, Abingdon, Vol. 11, Iss. 1, pp. 1-26,
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P edic ing luxu y pu chases: A new
comp ehensi e amewo k and esea ch oadmap
Ne main Al-Issa, Na halie Dens, Ing id Moons & Oma Ali
To ci e his a icle: Ne main Al-Issa, Na halie Dens, Ing id Moons & Oma Ali (2024) P edic ing
luxu y pu chases: A new comp ehensi e amewo k and esea ch oadmap, Cogen Business &
Managemen , 11:1, 2285815, DOI: 10.1080/23311975.2023.2285815
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P edic ing luxu y pu chases: A new
comp ehensi e amewo k and esea ch
oadmap
Ne main Al-Issa
1
*, Na halie Dens
2
, Ing id Moons
2
and Oma Ali
1
Abs ac : The p esen pape is a sys ema ic e iew ha b ings oge he and sys em-
a izes he a icles on luxu y ma ke ing based on he a ge segmen ’s eligion. Religion is
belie ed o guide consume s’ judgmen s and decisions owa d luxu y. The mains eam
ma ke ing li e a u e has no ocused p ope ly on Muslims who make a g owing po en ial
ma ke niche ha is ag eed o equi e a cus omized app oach. To he bes o ou
knowledge, i is he i s a emp unde aken o sys ema ize exis ing esea ch in his
ield. A e iew p o ocol is designed and implemen ed. A o al o 46 a icles on consume
beha io owa d luxu y sou ced om 2011 in pee - e iewed academic jou nal s udies
a e analyzed. A no el model has been de eloped which iden i ies ou luxu y pu chase
p edic o s and o e s comp ehensi e dimensions o each. Based on he iden i ied li e a-
u e gaps, he s udy o e s sugges ions o u u e esea che s as well as luxu y ma ke ing
p ac i ione s o ad ance hei ma ke ing s a egies. This pape heo e ically con ibu es
o he exis ing li e a u e on luxu y ma ke ing by p oposing a no el amewo k ha can be
es ed in di e en ma ke places and used o compa a i e pu poses. The e iew adds
s uc u e and in eg a es he di e en indings o enable wide dissemina ion o he
Ne main Al-Issa
ABOUT THE AUTHORS
D . Ne main Al-Issa is an Assis an P o esso in Ma ke ing a he Ame ican Uni e si y o he Middle Eas
in Kuwai . Holding a PhD in Ma ke ing om he Uni e si y o An we p, she specializes in luxu y ma ke -
ing, sus ainabili y ma ke ing, and he in eg a ion o a i icial in elligence in ma ke ing s a egies. Wi h a
solid academic ounda ion and yea s o indus y expe ience, D . Al-Issa seamlessly b idges heo y o
p ac ice, o e ing aluable insigh s o companies. He esea ch ad ances academic unde s anding and
p o ides p ac ical implica ions, con ibu ing o he e e -e ol ing landscape o mode n ma ke ing.
P o . Na halie Dens is a P o esso o Ma ke ing a An we p Uni e si y in Belgium. Specializing in
Ma ke ing Communica ions, Ad e ising, and B and Placemen , she is a leading igu e in shaping he
unde s anding o hese ields. Wi h a commi men o academic excellence and p ac ical insigh s, D .
Dens plays a i al ole in educa ing he nex gene a ion o ma ke ing p o essionals, lea ing a las ing
impac on bo h academia and he indus y.
P o . Ing id Moons a P o esso o Ma ke ing a he Uni e si y o An we p, is a pionee ing esea che a
he o e on o ma ke ing dynamics. He expe ise spans Consume Beha io , Sus ainabili y, Co-
C ea ion, and Ma ke Resea ch, posi ioning he as a key in luence in shaping he landscape o mode n
ma ke ing s a egies.
D . Oma Ali, Associa e P o esso o Managemen In o ma ion Sys ems a he Ame ican Uni e si y o
he Middle Eas , specializes in esea ching he in eg a ion o in o ma ion echnology ac oss di e se
indus ies. His wo k b idges heo y and p ac ice, p o iding aluable insigh s in o he ans o ma i e ole
o digi aliza ion in o ganiza ional con ex s.
Al-Issa e al., Cogen Business & Managemen (2024), 11: 2285815
h ps://doi.o g/10.1080/23311975.2023.2285815
Page 1 o 26
Recei ed: 18 May 2023
Accep ed: 15 No embe 2023
*Co esponding au ho : Ne main
Al-Issa, Depa men o Ma ke ing,
Ame ican Uni e si y o he Middle
Eas , Egaila, Kuwai
E-mail: [email p o ec ed]
Re iewing edi o :
Kooli Kaou he , Bou nemou h
Uni e si y, UK
Addi ional in o ma ion is a ailable a
he end o he a icle
© 2023 The Au ho (s). Published by In o ma UK Limi ed, ading as Taylo & F ancis G oup.
This is an Open Access a icle dis ibu ed unde he e ms o he C ea i e Commons A ibu ion
License (h p://c ea i ecommons.o g/licenses/by/4.0/), which pe mi s un es ic ed use, dis ibu-
ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. The e ms on
which his a icle has been published allow he pos ing o he Accep ed Manusc ip in a
eposi o y by he au ho (s) o wi h hei consen .
esul s o audiences in e es ed in ma ke ing luxu y conside ing consume s’ pe sonal,
social, cul u al, eligious, and global ac o s.
Subjec s: In e na ional Ma ke ing; Ma ke ing Managemen ; Ma ke ing Resea ch
Keywo ds: luxu y b ands; luxu y ma ke ing; sus ainable luxu y; cul u e; eligion; eligiosi y;
globaliza ion; accul u a ion o global consume cul u e
1. In oduc ion
Luxu y b ands and p oduc s a e de ined as high-quali y, expensi e, exclusi e p oduc s; which se e
as a ma ke o weal h and social s a us (Aksoy & Abdul a ai, 2019; Wang, 2022). Se e al alues o
luxu y ha mo i a e consume s o pu chase luxu y p oduc s a e discussed in he exis ing luxu y
li e a u e (Dhaliwal e al., 2020; Kap e e & Michau , 2020). Discussed luxu y alues encompass
pe sonal alues (i.e., pe ec ionism, ex ended sel , hedonism, and ma e ialism) ha depend on
indi iduals’ e alua ion (Al-Issa & Dens, 2023; Wiedmann e al., 2009) as well as social alues (i.e.,
conspicuousness, uniqueness, social con o mi y, and sus ainabili y) ha es on indi iduals’ sui -
abili y o he opinions o o he s (Al-Issa & Dens, 2023; Kap e e & Michau , 2015). Acco ding o
Wang’s (2022) con empo a y luxu y consump ion amewo k, di e ences in consume s’ mo i es
a e expec ed o a ec conside a ions, choice, and usage.
O he ac o s a e also ound o in luence consume s’ beha io owa d luxu y consump ion. Fo
ins ance, an in e es ing e iew by Dhaliwal e al. (2020) iden i ies cul u e as an an eceden o
luxu y consume beha io in addi ion o indi idual and social alues. Aliye and Wagne (2018)
con i m ha collec i is s’ luxu y pu chase in en ion (PI) is mo e in luenced by luxu y high quali y
and subjec i e no ms, while indi idualis s’ PI is mo i a ed by luxu y hedonic alue and discou aged
by pe cei ed conspicuousness. In addi ion, consume s’ eligiosi y (i.e., le el o eligious commi -
men ), which does no necessi a e a nega i e a i ude owa d luxu y consump ion and pu chase
in en ions (Kasbe e al., 2022; Rehman e al., 2021), ac s as a p edic o o consume s’ pe cep ion
o luxu y alues (Al-Issa & Dens, 2023; Rehman e al., 2021).
A he same ime, he lu ch owa d he global economy and he consequences o he global
consume cul u e (GCC) canno be igno ed (Cle eland e al., 2015; S eenkamp, 2019) as i may
exace ba e he demons able ension be ween luxu y and eligious alues (Abalkhail, 2020;
Cle eland e al., 2013). Fo ins ance, accul u a ion o he consume cul u e (AGCC) is obse ed o
enhance consume s’ pe cep ion o luxu y hedonism which is nega i ely in luenced by one’s
eligiosi y (Al-Issa & Dens, 2023). Acco ding o Jamal and Shuko (2014), he s a us consump ion
o mo e accul u a ed consume s is less in luenced by social alues.
To da e, he e is no exis ing model, o ou knowledge, ha in eg a es he dimensions o di e en
luxu y pu chasing p edic o s o expansi ely ends o explo e he impac o wo opposing powe s (i.e.,
eligiosi y and AGCC) on luxu y buying beha io h ough consume s’ e alua ion o luxu y p oduc s.
Thus, a new amewo k is needed o guide luxu y esea che s and p ac i ione s a emp ing o
concep ualize luxu y ma ke ing in he inc easingly global ma ke . Acco dingly, we build on he
p e ious ela ed wo k and add ess he inconsis encies and de iciencies in o me s udies by e iew-
ing he cu en li e a u e and combining a b oad epe oi e o p edic o s o consume s’ beha io
owa d luxu y including mo e p ecise de ailed dimensions o each o mo e igo ous u u e
explo a ion.
In addi ion, he o me e iew o Dhaliwal e al. (2020) on luxu y consume beha io does no
explici ly ocus on speci ic po en ial ma ke s which may be in e es ing o luxu y ma ke ing
p ac i ione s who seek guidance o ad ance hei s a egies o speci ic a ac i e a ge ma ke s.
One o he la ges ma ke s whe e consume s a e he mos a luen consume segmen s globally is
he Islamic ma ke (Al-Issa & Dens, 2023; A li e al., 2016; Flo en e al., 2019). Muslims p esen an
Al-Issa e al., Cogen Business & Managemen (2024), 11: 2285815
h ps://doi.o g/10.1080/23311975.2023.2285815
Page 2 o 26
in e es ing a ge ma ke po en ial o luxu y b ands’ expansion as hey a e he majo i y in 50
coun ies and make up a sizeable mino i y in many o he coun ies (Kassim & Zain, 2016) while
p edic ed o ise o 2.2 billion by 2030 (Behboudi e al., 2014). Muslims a e impac ed by hei
eligion (Flo en e al., 2019) which discou ages gi ing high impo ance o ma e ial possessions and
ex a agan indulgences in one’s li e (Abalkhail, 2020; Cle eland e al., 2013), hey, he e o e,
equi e a cus omized ma ke ing app oach (Flo en e al., 2019; Sha iq, 2018). Only 40 a icles ha e
been published on he subjec in 8 decades (Flo en e al., 2019) while he heo e ical pe spec i e o
ea lie s udies is almos un ouched (Mamun e al., 2021).
Inspi ed by he iden i ied li e a u e gaps, he cu en s udy is a sys ema ic e iew (SR) ha aims
o; (1) iden i y wide- anging p edic o s o consume s’ luxu y pu chases, (2) heo e ically con ibu e
o luxu y ma ke ing li e a u e by p oposing a no el comp ehensi e luxu y pu chase in en ion
p edic o s (LPIP) model. This is he i s model, o ou knowledge, ha in ol es luxu y sus ainable
alue (as a p edic o ) and de ailed dimensions o each p edic o , (3) con ibu e o bo h esea ch
and p ac ice by ocusing on s udies conduc ed on Muslim consume s, speci ically o o e insigh s
o luxu y ma ke e s on luxu y ha appeal o his a ac i e ma ke . SRs a e equen ly used as a
s a ing poin o es ablishing ma ke ing p ac ice s anda ds (Mohe e al., 2009).
The ollowing sec ions p o ide a heo e ical pe spec i e o he s udy, explain he e iew p ocess,
and p esen he e iew indings. Finally, he s udy o e s a numbe o implica ions and limi a ions
wi h a u u e esea ch agenda.
2. A heo e ical pe spec i e
Acco ding o Salem and Salem (2018), social iden i y is he mos impo an p edic o o luxu y
buying beha io which leads consume s o pu chase p oduc s acco ding o socially accep able
s anda ds. On he o he hand, consume s may ha e a a o able a i ude owa ds buying p oduc s
ha e lec hei sel -image and mee hei sel -iden i y needs. Hence, consume s a e likely o
alue wha is cong uous wi h hei alues and he iden i ies hey would like o p esen (Si gy,
2018). Sel -cong ui y is he e o e conside ed a s ong p edic o o consume s’ e alua ion o and
a i ude owa d luxu y (Dhaliwal e al., 2020). Fo example, Jamal and Shuko (2014) con i m ha
b and sel -cong ui y signi ican ly ela es o s a us consump ion h ough consume s’ suscep ibili y
o in e pe sonal in luences (i.e., social iden i ica ion). While Siah i i e al. (2022) e idence ha sel -
iden i ica ion wi h a b and a ec s consume s’ choices o luxu y se ices. Also, Shimul and PHAU
(2022) highligh ha pe cei ed b and sel -cong uence helps unde s and how consume s de elop a
bond wi h luxu y b ands. The e o e, an alignmen o b and and sel mus be assu ed.
As we delibe a e below, sel -cong ui y may p o ide a bo om line o unde s anding consume s’
pe cep ion o luxu y alues in cong uence wi h hei pe sonal and social alues (Al-Issa & Dens,
2023; Lu & Ahn, 2022; Salem & Salem, 2018) as well as local (i.e., cul u al and eligious) and global
iden i ies (Al-Issa & Dens, 2023; Aliye & Wagne , 2018) hey would like o demons a e. This
makes consume s pu chase simila luxu y goods o di e en mo i es and he alue held by each
cus ome o hese p oduc s also a ies (Rehman, 2021).
2.1. Luxu y cong ui y wi h cul u e
In he li e a u e, cul u al alues a e con i med o in luence consume s’ pe cep ion o luxu y alue
(Aksoy & Abdul a ai, 2019; Aliye & Wagne , 2018) leading o di e ences in consume s’ e alua ion
o he same luxu y p oduc /se ice ac oss coun ies due o cul u al dissimila i ies (Rehman, 2021).
Consume s in collec i is socie ies, o example, a e a gued o be mo e in luenced, han indi idu-
alis s (Aliye & Wagne , 2018), by luxu y social alues due o hei in e dependen o ien a ion
(Aliye & Wagne , 2018; Shaikh e al., 2017). S ill, collec i is s a e a he e ogeneous g oup. To
illus a e, immig an s and expa ia es may adop new alues and beha io s o in eg a e hem-
sel es in o he new communi ies while adhe ing o hei own cul u al alues ha s eng hen hei
iden i y as membe s o sub-cul u e g oups (Jamal & Shuko , 2014). In he same ligh , Aliye and
Wagne (2018) deba e ha collec i is cul u es a e adop ing some indi idualis ic componen s
Al-Issa e al., Cogen Business & Managemen (2024), 11: 2285815
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wi hou changing hei collec i is na u e. This b ings up a ques ion abou he in luence o
consume s’ accul u a ion ha we discuss la e .
Acco ding o he con e ed abo e, consume s’ luxu y buying beha io is belie ably in luenced by
in-home (e hnic) cul u al alues as well as cul u al alues o hos coun ies (i.e., cul u al sel -
iden i ica ion). The e o e, in e na ional luxu y ma ke e s need o know whe he consume s in
di e en coun ies (including g oups wi h di e en cul u al backg ounds wi hin he same coun y)
ha e di e en /simila d i e s o pu chase luxu y p oduc s o ad ance hei ma ke ing s a egies o
e ec i ely app oach his po en ial a ge segmen .
2.2. Luxu y cong ui y wi h eligion and eligiosi y le el
Religion is conside ed an impo an cul u al ac o ha needs o be e alua ed as an an eceden o
luxu y consume a i udes and beha io s oge he wi h o he social a iables (Abalkhail, 2020;
Dhaliwal e al., 2020; Mos a a, 2018). Gene ally, majo eligions (e.g., Islam, Ch is iani y, and
Hinduism) ha e consis en ly ejec ed ma e ialism, ani y, displaying weal h, and asse ing di e -
ence publicly (Nwankwo e al., 2014). Religious eachings ha e unanimously u ged li ing in
simplici y and mode a ion while being con en wi h wha one has (A li e al., 2020; Geige -One o
& Min on, 2019) which seems o con adic he pu sui o luxu y goods and se ices. Fo example,
Ama ulli e al. (2019) sugges ha , in gene al, hedonic, compa ed o u ili a ian, ad e ising appeals
inc ease pe cei ed luxu iousness, he eby inc easing consume s’ willingness o buy he ad e ised
p oduc . A he same ime, i may be p ecisely he hedonic alue o luxu y, po en ially leading o
indulgence and a ogance, which is di icul o econcile wi h eligious eachings.
I is wo h no ing he e ha no only eligion bu also eligiosi y ac as con ol ac o s o
consume s’ beha io and can p edic pu chase in en ions owa d luxu y p oduc s (A i e al.,
2020; Malik & Khan, 2015), Majo di e ences in luxu y consump ion beha io s a e no iced be ween
eligious adhe en s, mode a e, and secula indi iduals (Abalkhail, 2020). The mo e eligious indi-
idual should inco po a e eligious alues mo e s ongly han he less eligious (Kassim & Zain,
2016). Then, eligious consume s’ luxu y pu chases should be mo i a ed by alues ha a e
in igo a ed by hei eligion. Unde s anding he in luence o eligion/ eligiosi y on he pe cep ion
o luxu y will assis luxu y b ands in ad ancing communica ion s a egies ha highligh alues
appealing o hei a ge segmen .
2.3. Luxu y cong ui y wi h Global Consume Cul u e (GCC)
Globaliza ion is a gued o d i e he mu ual sha ing and lea ning be ween mode n socie ies leading
o cul u al shi s owa d indi idualism, consume s’ p e e ences o pe sonal alues o e social
alues (Fa ah & Fawaz, 2016), and simila i ies in some luxu y pu chasing d i e s ac oss cul u es
(Aliye & Wagne , 2018; Nabi e al., 2019; Yu & Sapp, 2019). When consume s accul u a e o he
GCC, hey acqui e new beha io s, alues, and cul u al elemen s o inco po a e in o hei daily li e
(Cle eland e al., 2015) and gene a e he global iden i ies hey in end o p esen (S eenkamp,
2019) which consequen ly in luence hei beha io owa d luxu y (Ma e al., 2021).
In ma ke ing li e a u e, AGCC is usually compa ed o local (e hnic) iden i y o measu e he
in luence o ma ke globaliza ion (Cle eland e al., 2013). AGCC is iewed as a secula o ce ha
opposes eligion and adi ional cul u al na a i es (Abalkhail, 2020; Cle eland e al., 2013, 2015),
whe eas local e hnic iden i y is epo ed posi i ely associa ed wi h eligiosi y (Cle eland e al.,
2013). Hence, AGCC (a p og essi e app oach) and eligiosi y (a conse a i e app oach) may pose
e e se e ec s on consump ion and pe cep ion o p oduc alues. Fo example, ma e ialism and
hedonism a e a gued as cong uen wi h AGCC while con o mi y is nega i ely associa ed wi h i
(Cle eland e al., 2013). Ma e ialism is conside ed a w ongdoing by mos majo eligions (Islam,
Ch is iani y, and Judaism). Also, hedonism is no eligiously accep ed when i leads o ex a agan
indulgences. Thus, insigh s in o he impac o globaliza ion on consume s’ pe cep ion o luxu y can
help global luxu y ma ke e s in de ising hei in e na ional b anding s a egies.
Al-Issa e al., Cogen Business & Managemen (2024), 11: 2285815
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As highligh ed in he sec ions abo e, consume s’ pe cep ions and consump ion o luxu y a y
ac oss cul u es (Aksoy & Abdul a ai, 2019; Aliye & Wagne , 2018; Rehman, 2021) and a e
in luenced by hei le el o eligiosi y (Abalkhail, 2020; Al-Issa & Dens, 2023; Rehman e al.,
2021) and AGCC (Al-Issa & Dens, 2023; Cle eland e al., 2013; Ma e al., 2021). The lack o
comp ehensi e luxu y amewo ks has d i en he cu en SR ha iden i ies comp ehensi e dimen-
sions o luxu y pu chasing p edic o s o o e come he sho comings o p io ela ed wo k. This SR
ocuses on ma ke ing luxu y o Muslims, a po en ial luxu y ma ke equi ing a cus omized ma ke -
ing app oach (Sha iq, 2018; Tab ani & Ma liza , 2017).
3. Re iew planning and me hodology
Schola s sugges ha SRs a e gaining g ea e ele ance in he ma ke ing a ea as use s need o
emain awa e o he changes wi hin an on ological discipline (Kamboj & Rahman, 2015; Mohe e
al., 2009). In addi ion, i is ex emely di icul o ma ke ing consul an s o examine impo an
pape s o e idence-based p ac ice due o he la ge quan i y o cons an ly upda ed ma ke ing
publica ions (Bas ian e al., 2010)., An SR is hus, one o he mos e ec i e me hods o assis ing
and p omo ing e idence-based ma ke ing p ac ice (E ans, 2003) ha in luence bo h p ac ice and
heo y. The SR in he cu en s udy makes a majo con ibu ion o he knowledge o he s udy ield
by iden i ying esea ch gaps and p oposing u u e esea ch di ec ions (Kha oon & Rehman, 2021)
which is he main objec i e o any SR (Paul e al., 2021). This SR is based on Wa son’s (2015)
sugges ed s uc u al p ocedu e, which lays ou he a ious phases and me hods o be ollowed
such as planning, implemen a ion, and he epo ing p ocess. Figu e 1 shows he p ocess, as well
as he c i e ia and guidelines ollowed. Each SR s age is hen explained in mo e de ail.
3.1. Planning s age
The planning s age in ol ed 4 phases:
3.1.1. De e mine he equi emen s o he SR p ocess:
Resea che s a e equi ed o syn hesize all known knowledge o a phenomenon in a comple e and
unbiased manne , which jus i ies he complex p ocess (Ali e al., 2021). Despi e he dynamic
esea ch on he key issues linked o ma ke ing luxu y, and as discussed ea lie , he e is a dea h
o e iews ha ou line a ious indings while simul aneously p o iding a ho ough analysis o p io
esea ch and p ac ice echniques used pe aining o he (luxu y) ma ke ing ield.
3.1.2. De ine he esea ch ques ions
Whe e ela i e success is gauged on he abili y o he SR o answe each (Paul & Beni o, 2018). The
ollowing esea ch ques ions we e de eloped o his SR:
Planning S age
Iden i y he need o
sys ema ic e iew
De ine esea ch ques ions
De ine a icles selec ion
s a egy
De ine classi ica ion
amewo k
Excu ion S age
Keywo ds sea ch
Apply da abase il e s
Read ile and abs ac
Read ull a icle
Backwa d snowball
Quali y assessmen
Repo ing S age
Classi ica ion o selec ed
a icles
Discussion o esea ch
esul s
Figu e 1. Sys ema ic e iew
s ages.
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(RQ1) Wha a e he ou comes and ela ed hemes o o me s udies on he scope o he cu -
en SR?
(RQ2) Wha is he impac o luxu y pe cei ed alues on Muslims’ buying beha io ?
(RQ3) How do Muslims’ pe cep ions o luxu y alues a ec hei buying beha io ac oss coun ies/
cul u es?
(RQ4) To wha ex en can Muslims’ e alua ion and consump ion o luxu y be b ough back o hei
eligious belie s and he in ensi y o hese belie s?
(RQ5) Wha , i any, is he impac o globaliza ion on Muslims’ e alua ion and consump ion o
luxu y?
3.1.3. De ine he a icles selec ion s a egy
Du ing he p o ocol o mula ion, a selec ion s a egy is needed o include a icles ha p o ide di ec
e idence o he esea ch issue and o limi he p obabili y o bias, howe e , hey may be modi ied
du ing he sea ch p ocess (Dabić e al., 2020). An in eg a ed sea ch app oach was used in his s age
which included a comp ehensi e au oma ed sea ch o se e al in e ne da abases including he Web o
Science (WOS), EBSCOhos , and Google Schola o ind he mos ele an sou ces online (Edeling e al.,
2021), as well as a manual e alua ion o he selec ed a icles. Sui able il e ing me hods we e used o
limi he indings o each da abase (Mclean & An ony, 2014). A b oad manual e iew echnique was
used du ing he manual e iew p ocess. This comp ised eading he i le and abs ac o each esea ch
a icle i s (Golde e al., 2014), ollowed by eading he ull ex o he a icles wi h i ele an and
duplica e a icles elimina ion (2021). In addi ion, a backwa d snowballing app oach using a e e ence
undown (Wohlin, 2014) was used o ind a icles ha we e missed by he p ocess. The acknowledged
new pape s we e included in he esea ch.
3.1.4. De ine classi ica ion amewo k
This phase se es as a ounda ion o unde s anding he cu en heo e ical and p ac ical iews on a
ele an issue o heme. To elimina e he isk o esea che bias, a p e-de e mined me hodology was
equi ed. This s udy adap ed he Van O anje e al. (2009) compa a i e classi ica ion sys em applied o a
social science li e a u e sea ch. The cu en esea ch classi ica ion amewo k had ou luxu y pu chas-
ing p edic o s wi h di e en dimensions o each p edic o . These p edic o s a e iden i ied as ollows: (1)
Pe cei ed pe sonal alues; including pe ec ionism ( unc ionali y), hedonic alue, ex ended sel (sel -
iden i y), and ma e ialis ic alues (Wiedmann e al., 2009, Al-Issa & Dens, 2023), (2) Pe cei ed social
alues; encompassing conspicuousness, social con o mi y, uniqueness (Wiedmann e al., 2009, Al-Issa &
Dens, 2023), and sus ainable alues (Kap e e & Michau , 2015, Dekhili e al., 2019), (3) Religious Impac ;
coun ing eligiosi y (Cle eland e al., 2013, Abalkhail, 2020, Al-Issa & Dens, 2023), (4) Globaliza ion
Impac ; in ol ing accul u a ion o he global consume cul u e (AGCC) (Cle eland e al., 2013, Al-Issa &
Dens, 2023). All ou p edic o s qui e clea ly eme ged om he pape s e iewed o he SR.
3.2. Execu ion s age
The p ima y echniques de ined in he planning phase we e u ilized o iden i y ele an publica-
ions du ing he execu ion phase as ollows:
3.2.1. Iden i ying sea ch keywo ds
This is a con inuous p ocess ha begins wi h employing unique sea ch e ms om pape s in he
ield o esea ch (Paul e al., 2021). Ad anced esea ch ools we e a ailable in he da abases used
in ou s udy, allowing o he combina ion o pe inen sea ch e ms. In his e iew, we combined
Islam OR Muslim wi h he ollowing keywo ds: Luxu y, Luxu y Values, Luxu y Mo i es OR
Mo i a ion, Luxu y P oduc OR Luxu y B and, Luxu y Ma ke ing OR Luxu y B anding OR Luxu y
Ad e ising, Conspicuous OR Os en a ious OR S a us Consump ion, Luxu y Consump ion, Luxu y
Pu chase In en ions, Luxu y AND Religion OR Religions OR Religiosi y OR Religiousness, Luxu y AND
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Globaliza ion OR Accul u a ion. The p ocedu e is comple e a e all o he well-known a icles ha e
been iden i ied using he same me hods epea edly.
3.2.2. Fil e ing
Fil e ing o imp o e he esea ch indings while sea ching in e ne da abases (Mohe e al., 2009,
Zhang e al., 2014) We used a a ie y o pa ame e s in ou e iew analysis (Table 1), including
esea ch ield (Luxu y Ma ke ing), yea o publica ion (Since 2000), documen ype (Jou nal A icles
and con e ence p oceedings), and language (English).
3.2.3. Re iewing
Once he esul s we e ob ained, he pape s we e ca e ully e iewed o ele ance o he s udy
objec i es, concen a ing on he i le and abs ac (Puche e al., 2013) excluding duplica es.
3.2.4. Pape con en
The con en o he pape s collec ed and passed he p e ious phase was ex ensi ely analyzed using
ou s udy objec i es (Shea e al., 2007).
3.2.5. Backwa d snowballing
The backwa d snowball app oach was used o loca e i ems ha we e no ound using he au o-
ma ed esea ch s a egy (Spanos & Angelis, 2016).
3.2.6. Quali y e alua ion
The con en o he pape s collec ed and passed he p e ious phase was ex ensi ely analyzed o
include pape s ha help answe ou esea ch ques ions. Fo his pu pose, we used he ollowing
quali y e alua ion c i e ia (Ali e al., 2018,2021) o ensu e ha all o he pape s in ou e iew me
he minimum quali y le el (Hu & Bai, 2014):
●The esea ch objec i es discussion was sa is ac o y.
●The esea ch ques ions and esea ch p oblem we e clea .
●The da a used we e well desc ibed and a ailable.
●The adop ed me hodology was well p esen ed and used.
●The esea ch esul s we e well-p esen ed and designed o answe he esea ch ques ions.
The quali y sco e was u ilized o assu e ha he ou comes o a selec ed a icle me he s udy
quali y c i e ia. The sco e was used o check whe he any o he indi idual quali y a iables we e
linked o he p ima y esea ch esul . We also looked a whe he he ou comes we e ocused,
unique, ele an , and aluable o u u e schola s, expe s, and businesses. Consequen ly, s udies
we e ca ego ized based on hei majo s udy goals, me hodologies, con ibu ions, and ou comes.
Table 1. Selec ion c i e ia
C i e ia Inclusion Exclusion Ra ionale
Publica ion Type Schola ly a icles None: academic
esou ces
To make su e ha he esea ch e ie es
in o ma ion om academic sou ces
Pee - e iewed Pee - e iewed None e iewed:
abs ac s, books,
and disse a ions
To make su e he quali y o he used
a icles
Yea o publica ion A icles published
2000 onwa ds
A icles published
be o e 2000
The cu en e iew in ol es he las
decade (2000–2022), howe e no
s udies, in he con ex o he e iew, a e
published be o e his da e
Language English language Any languages o he
han English
English is he o icial language o
esea ch a icles
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Table 4. (Con inued)
P edic o s Dimensions Desc ip ion Sou ces in Luxu y S udies
Sus ainable Value Luxu y-Sus ainabili y
A i ude
In e es in sus ainabili y while pu chasing luxu y
(Kap e e & Michau , 2015)
Luxu y Sensi i i y s Disengagemen ) (Kap e e &
Michau , 2020)
Al-Issa & Dens (2023)
Ego-cen e ed Value * Heal h and you h ulness, and guil - ee pleasu e
associa ing wi h sus ainable p oduc s consump ion
(Ce ellon & Shammas, 2013)
(*) no explo ed in o me Islamic Luxu y s udies
Eco-cen e ed Value Doing good and no doing ha m o he
en i onmen (Ce ellon & Shammas, 2013)
Achabou and Dekhili (2013)
CSR Value * Impo ance o co po a e social esponsibili y and
e hical p ac ices epo ing o a oid he isk o
“g een washing” (A hwal e al., 2019)
Dekhili e al. (2019)
Religious Impac Religiosi y In insic Religiosi y In ape sonal eligious commi men (Allpo &
Ross, 1967, Wo hing on e al., 2003)
Al-Issa & Dens (2023), Kasbe e al. (2022),
Rehman e al. (2021), Zaka ia e al. (2021),
Rehman e al. (2021), Gilal e al. (2020), Aksoy and
Abdul a ai (2019), A li e al. (2016), Nwankwo e al.
(2014), Ash a e al. (2017), Dekhil e al. (2017), Au
e al. (2016)
Ex insic Religiosi y In e pe sonal eligious commi men (Allpo and
Ross, 1967, Wo hing on e al., 2003)
Al-Issa & Dens (2023), Kasbe e al. (2022),
Rehman e al. (2021), Zaka ia e al. (2021),
Rehman e al. (2021), Gilal e al. (2020), Aksoy and
Abdul a ai (2019), A li e al. (2016), Nwankwo e al.
(2014), Ash a e al. (2017), Dekhil e al. (2017), Au
e al. (2016)
O e all Religiosi y Ideological, Ri ualis ic, In ellec ual, Consequen ial,
and Expe ien ial dimensions (Shabbi , 2010)
Al-Hajla (2017)
Impo ance o Religion The impo ance o eligion in one’s li e has a big
in luence on his/he iews in o he a eas
Kassim e al. (2016)
(Con inued)
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Table 4. (Con inued)
P edic o s Dimensions Desc ip ion Sou ces in Luxu y S udies
Globaliza ion Impac AGCC English-language Use
(ELU)
Language o p e e ence in di e en si ua ions
(Cle eland e al., 2013)
Jamal and Shuko (2014)
Cosmopoli anism (COS) Viewing all human beings as belonging o one
communi y (Cle eland e al., 2013)
Mos a a and A naou (2020)
Global Mass Media (GMM) In luence o mass media and ma ke ing (e.g., USA
s Eu ope) (Cle eland e al., 2013)
Jamal and Shuko (2014)
Openness o Global
Consume Cul u e (OGCC)
Openness owa d he li es yles and consump ion
symbols o o he coun ies (Cle eland e al., 2013)
Al-Issa & Dens (2023)
Exposu e o Ma ke ing
Ac i i ies o Mul i-
na ional Companies
(EMA)
(Cle eland e al., 2013) Al-Issa & Dens (2023)
T a eling F equencies/
A i udes (TFA)
Fo eign a eling a i udes/expe iences (Cle eland
e al., 2013)
Al-Issa & Dens (2023)
Sel -Iden i ica ion wi h
Global Consume Cul u e
(SIGCC)
Ou igh iden i y wi h GCC (Cle eland e al., 2013) Al-Issa & Dens (2023)
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whe e exis ing scales a e used and su eys a e in A abic, he e is li le men ion o igo ous back-
ansla ion.
4. Resea ch esul s
This sec ion explo es he esul s o he SR and answe s each o he esea ch ques ions ha a e
es a ed o discussion pu poses.
4.1. Luxu y pu chasing p edic o s and dimensions (RQ1)
The e iew ound ha he e a e ou luxu y pu chasing p edic o s, each wi h i s own embedded
associa ed alues and/o dimensions and sou ces as demons a ed in Table 4.
4.2. Impac o luxu y pe cei ed alues on Muslims’ beha io owa d luxu y (RQ2)
We disce n 8 luxu y alues s udied in p io esea ch ha is classi ied as pe cei ed pe sonal and
social alues o luxu y. While a i s sigh , he e a e qui e a ew inconsis encies in how hese
alues d i e luxu y pu chasing hey mainly s em om a ew s udies (Table S1). The inconsis ency in
e ec s could be explained by he ac ha he samples may no be ep esen a i e o compa able.
Addi ionally, di e ences in examined p oduc s (e.g., ca s, appa el, ho els, e c.), used de ini ions,
dimensions, measu es, and ou comes could esul in di e en in e p e a ions o he alues. We
o e below a mo e in-dep h discussion o each o he alues.
4.2.1. Pe cei ed pe sonal alues
4.2.1.1. Pe ec ionism alue. 9 s udies con i m ha Muslims pu chase luxu y because o supe io
pe cei ed p oduc quali y and p oduc ad an ages (e.g. (Al-Issa & Dens, 2023; Mos a a, 2018;
Mos a a & A naou , 2020)., S ępień e al. (2016) con i m Muslims’ pe cep ion o luxu y p oduc s
wi h supe io unc ional componen s. While Hamelin and Thaichon (2016) con i m, ha he e a e
no ela ions be ween p oduc quali y and design and pu chase in en ions. As will become appa en
below, he esul s o Hamelin and Thaichon (2016) all ou o line wi h o he s udies on mul iple
occasions. I is impo an o no e ha hey ha e no used p e- alida ed measu es, which could be
a eason o he obse ed inconsis encies. Mos a a and A naou (2020) app o e ha luxu y
p oduc quali y does no ela e o luxu y consump ion. Au ho s ha e measu ed he quali y alue
h ough he PRECON scale ha is o iginally designed o measu e consume s’ p e e ences o
clo hing and s o e p es ige which migh no be sui able o o he luxu y p oduc s like wa ches
and ca s. Also, Al-Hajla (2017) con i ms he insigni ican e ec o luxu y unc ional alue on
pu chase in en ions owa d luxu y ho els. Ye , ho els may no be app op ia e p oduc s o conclude
luxu y pe ec ionism ( unc ional) alue in gene al.
4.2.1.2. Hedonic alue. Teimou pou and Hanzaee (2011) do sugges in hei concep ual amewo k
ha hedonism is no a d i e o luxu y buying. Howe e , S ępień e al. (2016) show ha Muslims
alue luxu y hedonism and he impac o hedonic alue on Muslims’ beha io owa d luxu y is
con i med in eigh s udies (e.g. (Al-Hajla, 2017; A li e al., 2016)., Again, Hamelin and Thaichon (2016)
show ha hedonism is no an impo an alue in Mo occans’ pu chasing in en ions owa d luxu y.
4.2.1.3. Ma e ialis ic alue. This alue is included in Teimou pou and Hanzaee’s (2011) concep ual
amewo k. Riquelme e al. (2011) and (Kassim e al., 2016) poin o a posi i e in luence o
ma e ialism on consume s’ in e es in and consump ion o luxu y. Ma e ialism is also ound o
boos conspicuous/s a us and bandwagon luxu y consump ion (Bah i-Amma ia e al., 2020;
Riquelme e al., 2011; Zaka ia e al., 2021). On he o he hand, Mos a a and A naou (2020)
highligh a nega i e ela ionship be ween ma e ialism and luxu y consump ion, and Shammou
e al. (2022) ejec he e ec o ma e ialism on consume s’ luxu y pu chasing in en ions. Again, he
inconsis ency o he esul s can be e e ed o sample a ia ion as Mos a a and A naou (2020) and
Shammou e al. (2022) in es iga ed consume s o speci ic luxu y ca ego ies (i.e., jewel y, wa ches,
ashion accesso ies) whe eas o he schola s ha e selec ed b oade samples o which p io expe i-
ence wi h speci ic luxu y p oduc s is no equi ed. The iden i ied inconsis ency can also be
explained by di e ences in used de ini ions and measu es (See Table 4).
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4.2.1.4. Ex ended sel alue. Teimou pou and Hanzaee (2011) a gued ha sel -iden i ica ion is an
impo an ac o in I anians’ consump ion o luxu y. Mos a a and A naou (2020) con i m he posi i e
in luence o sel -iden i y on luxu y consump ion in Kuwai . Consis en ly, bo h Al-Mu awa (2013) and
Mos a a (2018) ound Kuwai i women o be conscious o hei social iden i y and hei sel -image (i.e.,
e ealing an indi idual’s pe sonali y and he way one beha es) which e lec in hei luxu y ashion
consump ion. A li e al. (2016), oo, epo ha sel -p esen a ion (i.e., communica ing one’s belie s,
a i udes, and alues o o he s) posi i ely ela es o Indonesians’ in en ion o pu chase luxu y b ands.
Ma ciniak and Mohsen (2014, p. 38) s a e ha A ab women in he UK consume luxu y o “de ine
hemsel es o hemsel es a he han o o he s”. The only con as ing s udy is by Alse han e al.
(2015), who show ha A ab women a e less commi ed o he idea o sel -exp ession when consuming
luxu y beau y p oduc s, and hei pu chase choices a e a he based on he pe cei ed quali y o ca e
p oduc s. Once again, beau y p oduc s may no be app op ia e o measu e ex ended sel alue.
4.2.2. Pe cei ed social alues
4.2.2.1. Conspicuous alue. Also called s a us alue. This is he mos equen ly s udied d i e o
Muslims’ luxu y buying. 14 s udies epo ha Muslims a e inclined o pay high p ices o p oduc s ha
e lec hei s a us and weal h (e.g. Al-Hajla, 2017; Mos a a & A naou , 2020; Shammou e al., 2022;
S ępień e al., 2016)., Again, Hamelin and Thaichon (2016), using hei own de eloped conspicuousness
measu es, ind ha conspicuousness has no impac on in en ions o pu chase luxu y. Alse han e al.
(2015), oo, epo ha A ab women do no consume luxu y beau y p oduc s o show o o signal hei
s a us. They measu ed conspicuousness h ough he Pe sonal In ol emen Scale Index (PISI), a 6-i em
scale ha was p oposed by Walls öm e al. (2010) o measu e he impo ance o b ands as ehicles o
sel -exp ession. The scale i ems do no explici ly e lec he conspicuous alue o luxu y. Besides, he
examined p oduc ca ego y may no be sui able o gene ally conclude such alue.
4.2.2.2. Social con o mi y alue. Also called social alue, o bandwagon e ec is a s ong d i e o
luxu y buying o Muslims. Se e al s udies epo ha Muslims pu chase luxu y o seek a sense o
belonging and wa m ela ionships wi h o he s (e.g. (Shaikh e al., 2017; Shammou e al., 2022; Sha i
e al., 2019), and o ha e wha o he s own (Kambiz & Fe esh eh, 2013; S ępień e al., 2016). Muslims’
pu chase decisions a e con i med in luenced by pee s and amily (Muça & Zeqi i, 2020; Salem &
Salem, 2018; Vel e al., 2011) as sugges ed by Teimou pou and Hanzaee (2011). Jamal and Shuko
(2014) and SHUKOR and Jamal (2015) documen con o mi y as a s a us consump ion an eceden .
4.2.2.3. Uniqueness alue. Al hough he concep ual amewo k o Teimou pou and Hanzaee
(2011) sugges s ha luxu y uniqueness does no mo i a e luxu y pu chasing, 9 empi ical s udies
do epo a posi i e ela ionship (e.g. (Mos a a & A naou , 2020; Salem & Salem, 2018; Shaikh e al.,
2017)., S ępień e al. (2016) highligh ha Muslims alue luxu y p oduc s’ exclusi i y. Uniqueness is
only no ound o mo i a e luxu y pu chase in en ions in Hamelin and Thaichon’s (2016) s udy.
4.2.2.4. Sus ainable luxu y alue. A s udy by Al-Issa and Dens (2023) con i ms ha eligious
Muslims highly alue sus ainable luxu y. Resul s con adic he wi nessed low pe cei ed quali y
o sus ainable luxu y p oduc s in Saudi A abia (Dekhili e al., 2019), and he obse ed nega i e
pe cep ion and ejec ion o he in oduc ion o ecycled ma e ials in luxu y p oduc s in I an
(Achabou & Dekhili, 2013). Howe e , bo h explo ed coun ies a e conside ed conse a i e highly
eligious socie ies. Despi e he inc easing impo ance o luxu y sus ainabili y as a pu chasing
c i e ion (Kap e e & Michau , 2015, 2020; Osbu g e al., 2020), esea ches on consume s buying
in en ions/beha io owa d sus ainable luxu y p oduc s a e sca ce in he exis ing li e a u e.
4.3. Muslims’ pe cep ions o luxu y alues and buying beha io ac oss coun ies/cul u es (RQ3)
Consume s wi h dissimila cul u es a e likely o e lec a dissimila ex en o luxu y consump ion
(Teimou pou & Hanzaee, 2011). Shaikh e al. (2017) con i m ha , in a collec i is ic socie y, like
Pakis an, “bandwagon luxu y b and consump ion is p ima ily gene a ed om he in e dependen
o ien a ion and is s eng hened by a consume ’s na u e o con o m along wi h he need o s a us”
(p.509). Collec i is s a e also ound o seek uniqueness by consuming luxu y b ands (Shaikh e al., 2017).
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Consis en ly, luxu y pu chasing (in en ions) o Muslims in No h Macedonia, who a e a mino i y, a e
obse ed d i en by subjec i e no ms (Muça & Zeqi i, 2020). Luxu y and s a us consump ion o he
Muslim mino i y in he UK (collec i is s in hos Indi idualis socie y) a e ound in luenced by uniqueness,
belonging (Jamal & Shuko , 2014; Ma ciniak & Mohsen, 2014), and conspicuousness (Ma ciniak &
Mohsen, 2014) alues. None heless, some pe sonal alues like unc ionali y, hedonism, and sel -iden i-
ica ion (ex ended sel ) p edic he luxu y consump ion o A abs li ing in he UK (Ma ciniak & Mohsen,
2014). This lines up wi h he deba ed collec i is s’ acqui emen o some indi idualis ic componen s while
e aining hei collec i is na u e (Aliye & Wagne , 2018). A s udy ha exclusi ely measu ed indi idu-
alism/collec i ism is ca ied ou by Shammou e al. (2022). The s udy p o es ha a ise in Jo danians’
indi idualism ma ginally inc eases ma e ialism. Ye , indi idualism and collec i ism a e no ound o
a ec s a us consump ion, bandwagon e ec , o pu chase in en ion. Also, Zaka ia e al. (2021) explo ed
he e ec o some cul u al dimensions on luxu y conspicuous consump ion. Unlike he Jo danians,
Malaysians’ collec i ism augmen s hei conspicuous consump ion. Howe e , unce ain y a oidance
possesses a nega i e e ec . Masculini y and powe dis ance do no ela e.
The e iew esul s illus a e a lack o c oss-cul u al s udies ha explici ly compa e Muslims ac oss
coun ies, o o consume s om o he eligions o cul u es. S ępień e al. (2016) compa ed da a om i e
di e en coun ies (Saudi A abia, Tu key, Ge many, Po ugal, and Poland) and ound s ong cul u al
g ounds o di e ences in some, bu no all, dimensions o cus ome s’ pe cep ion o he luxu y goods
alue. Saudi and Tu kish consume s, who a e om collec i is Muslim cul u es, a e ound o gi e highe
impo ance o luxu y social alues compa ed o Po uguese, Ge man, and Polish consume s. Ye , he
s udy does no allow us o disce n whe he di e ences a e due o indi idualism/collec i ism, eligion, o
some o he alues.
4.4. Impac o eligion and eligiosi y on Muslims’ e alua ion and consump ion o luxu y (RQ4)
Al hough Islam mo i a es i s ollowe s o adop a simple li es yle which seems con adic o y o he
pu chase o luxu y (Dekhil e al., 2017), Muslims a e wi nessed inc easing hei spending on luxu y
goods (A li e al., 2016; Nwankwo e al., 2014). To ha e be e insigh s schola s ha e examined
eligion/ eligiosi y as p edic o s o Muslims’ pe cep ion o and buying beha io owa d luxu y.
Findings in he exis ing li e a u e a e mixed (Table S1).
Impo an ly, he e a e a ew s udies on eligion as a d i e o Muslims’ luxu y consump ion in
gene al. In hei abs ac s, Nwankwo e al. (2014), S ępień e al. (2016), and Mos a a (2018) claim
ha eligion in luences luxu y buying decisions, howe e , he esul s o he claimed ela ionships
a e no clea ly epo ed. Two quali a i e s udies (Al-Mu awa e al., 2015; Fo ghani e al., 2019)
sugges ha eligion exe s li le e ec on Muslims’ luxu y pu chases. Resea ches on how eligion
d i es speci ic luxu y alues a e insu icien . A ew ind ha eligion de e s Muslims’ conspicuous-
ness (Nwankwo e al., 2014) and hedonic consump ion o luxu y (Ka aduman, 2016).
Wi h ega ds o eligiosi y, he majo i y o s udies in he li e a u e ag ee ha i is no a d i e o
Muslims’ a i udes and pu chase (in en ions) owa d luxu y (Aksoy & Abdul a ai, 2019; Alse han e
al., 2014; Ash a e al., 2017; Dekhil e al., 2017; Kasbe e al., 2022; Nwankwo e al., 2014; Rehman
e al., 2021; Zaka ia e al., 2021). Gilal e al. (2020) con i m ha speci ically, ex insic eligiosi y
(in e pe sonal/beha io al exp ession o eligious belie s h ough ac i i ies) boos s luxu y pu chase
in en ions. S ill, a nega i e ela ionship be ween eligiosi y and luxu y pu chasing (in en ions) is
obse ed in Indonesia (Ra nasa i e al., 2022), Saudi A abia (Abalkhail, 2020), and olde Emi a i
consume s (>43Y) (Alse han e al., 2014). Alse han e al. (2014) esul s ini ia e hough s abou
di e ences in luxu y e alua ion be ween age g oups. F om ano he poin o iew, Au e al. (2016)
documen a nega i e media ing e ec o eligious o ien a ion (in eg a ing eligion in o one’s li e)
on he ela ionship be ween luxu y alues and buying luxu y ca s. Opposi ely, Al-Hajla (2017)
shows ha he e ec o luxu y alues on he pu chase in en ions o luxu y ho els is enhanced
h ough consume s’ eligiosi y. I is no eally clea in bo h s udies why schola s assume ha
luxu y alues a ec an indi idual’s eligious o ien a ion/ eligiosi y.
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Based on he sel -cong ui y heo y, eligious Muslims should app ecia e luxu y alues ha a e in
line wi h Islamic alues like pe ec ionism, ex ended sel , and social con o mi y (Al-Issa & Dens,
2023; Teimou pou & Hanzaee, 2011). Values ha do no abide by Islam eachings, like ma e i-
alism, hedonism, conspicuousness (Al-Issa & Dens, 2023), and uniqueness (Al-Issa & Dens, 2023;
Teimou pou & Hanzaee, 2011) a e an icipa ed o de e eligious Muslims’ luxu y pu chases.
No ably, e y ew s udies ha e explici ly discussed he in luence o eligiosi y on speci ic luxu y
alues ha d i e luxu y pu chases. Again, he esul s a e inconsis en .
The posi i e impac o eligiosi y on pe ec ionism and ma e ialis ic alues in addi ion o he
ex ended sel is con i med by Al-Issa and Dens (2023) while illus a ing an insigni ican impac on
hedonic and uniqueness alues in Kuwai . Religiosi y nega i ely in luences hedonic consump ion in
Jo dan (Kobu ay, 2021), and Tu key (Ka aduman, 2016). Al-Issa and Dens (2023) ind ha
ma e ialis ic alue is posi i ely inclined by eligiosi y in Kuwai while Kassim e al. (2016) con i m
he opposi e in Saudi A abia. Conce ning conspicuous alue, he posi i e in luence o eligiosi y is
con i med by Al-Issa and Dens (2023). Bu , Zaka ia e al. (2021) ejec he impac o eligious
alues on conspicuous consump ion. A comp ehensi e model by Al-Issa and Dens (2023) exam-
ines he e ec o eligiosi y on social con o mi y (belonging) and sus ainable luxu y alues.
Findings show insigni ican and a signi ican ly posi i e ela ionship, espec i ely. Va iances in
e iewed pape s’ esul s a e an icipa ed o be due o cul u al (conse a i e e sus open) and
sample ( andom s s uden s) di e ences.
F om ano he s andpoin , A li e al. (2016) show di e ences be ween in e nal and ex e nal eligious
Muslims. In e nally eligious Muslims, who li e by hei eligion, mainly pu chase luxu y o u ili a ian
bene i s while ex e nally eligious consume s, who exp ess hei eligious commi men , pu chase
luxu y o sel -p esen a ion. In he same ligh , Ramazani and Ke mani (2021) con i m a s ong posi i e
ela ionship be ween basic eligiosi y (an indi idual dimension o eligion and cen al du ies) and
conspicuous consump ion while he collec i e dimension shows a weak nega i e ela ionship.
Thus a , e iewed a icles nei he explo e how he in luence o eligiosi y on pe cei ed alues
a ec s consume s’ pu chase (in en ions) no compa e he e ec s ac oss coun ies/cul u es. An
excep ion is a s udy by Rehman e al. (2021) ha illus a es a posi i e (nega i e) media ing e ec
o unc ional and social alues (ma e ialism and hedonism) in he ela ionship be ween eligiosi y
and luxu y pu chasing in en ions in Saudi A abia and India.
4.5. Impac o globaliza ion on Muslims’ e alua ion and consump ion o luxu y alues (RQ5)
Muslim luxu y consume s a e looking o he bes in all li e aspec s by ge ing in ol ed in he GCC
while main aining hei ai h in Islamic p inciples and alues (Sandikçi & Ge , 2011). This is
con i med by Güngö e al. (2013) who obse e a eligious ea i ma ion among accul u a ing
young Muslims in Eu ope. In e es ingly, Nwankwo e al. (2014) highligh ha he impac o eligion
on consump ion alues is mode a ed by he GCC bu hey do no explici ly es he p emise. In a
s udy ca ied ou in Kuwai , Al-Mu awa e al. (2015) p o ide an example o eligious Muslim
women’s accul u a ion o he global ma ke . Au ho s s a e ha in eligious Muslim socie ies
whe e eligion may indeed es ic ce ain beha io s, pos -mode n Muslims a e eely using wes-
e n luxu y p oduc s. Muslim women who demons a e eligious signals, like being d essed in
modes a i e, concealing he en i e body (excep o he palms and ace) wi h loose- i ing
clo hing, do no simply emula e o eign beha io ; a he , hey may abide by he modes y and
adop such goods in o he local p ac ice and u ilize hem in a no el and hyb id ways. In I an,
esul s show a posi i e associa ion be ween he use o social media and wa ching sa elli e
ele ision p og ams (means o globaliza ion ha a e o icially es ic ed in he coun y) and
conspicuous consump ion (Ramazani & Ke mani, 2021).
AGCC is explici ly measu ed in h ee s udies. Jamal and Shuko (2014) p o e ha less accul u-
a ed UK Muslims, when compa ed o he mo e accul u a ed, ha e highe endencies o be
in luenced by o he s (social alue) consequen ly boos ing hei s a us consump ion. Mos a a and
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A naou (2020) show ha cosmopoli anism (AGCC dimension ha e e s o iewing all human
beings as belonging o one communi y) enhances luxu y consump ion. Al-Issa and Dens (2023)
con i m he posi i e in luence o AGCC on luxu y alues gi ing he highes impo ance o he
ex ended sel alue (sel -iden i ica ion). Explici in es iga ions on he impac o comp ehensi e
AGCC dimensions (Cle eland e al., 2013) on luxu y pe cep ion and buying beha io a e sca ce in
he exis ing li e a u e.
Table S1 summa izes he e iew esul s and iden i ies e iewed a icles, ounding heo ies, pape
ype, esea ch me hod, esea ch con ex , sample size, and cha ac e is ics, equi ed luxu y expe i-
ence, measu ed a iables, and ou comes, in addi ion o limi a ions iden i ied by he cu en e iew.
5. Theo e ical implica ions
The cu en SR iden i ies a numbe o gaps in he exis ing li e a u e on luxu y ma ke ing; (1)
S udies o en do no o e an explo a ion o consume s’ pe cep ions o comp ehensi e luxu y
alues and hei in luence on consume s’ beha io owa d luxu y p oduc s. The sus ainable luxu y
alue is eno mously unde s udied as a luxu y pu chase (in en ion) c i e ion. (2) Luxu y alues a e
mul idimensional (Table 4), ye exis ing s udies ocus on speci ic dimensions a he han including
a b oade iew o he cons uc s. Fo ins ance, hedonic alue is wo-sided. On he one side, i is as
posi i e as enjoying he p oduc aes he ics, shopping expe ience, sel - ewa ding, and gi ing, while
i migh be pe cei ed nega i ely when i leads o indulging onesel in buying ex a agan unne-
cessa y i ems. (3) Religiosi y impac on consume s’ buying beha io owa d luxu y has been
examined di e en ly in e iewed s udies (i.e., as a d i e , mode a o , o media o ) wi h an
obse ed lack o heo e ical ounda ion (4) In es iga ions on he e ec o eligiosi y and AGCC
on luxu y alues a e sca ce. (5) Compa a i e s udies in ol ing dis inc i e cul u al g oups o
mino i y s majo i y eligious g oups a e absen . Muslim mino i ies a e in ellec ually challenged
o adap hemsel es and hei hough s and beha io s o he non-Muslim communi ies
(Muhammad e al., 2014). This may no be he case in Muslim-majo i y socie ies whe ein people
accep he eligion ha is handed down o hem.
Impo ance o
eligion
In ensic
Religiosi y
Ex ensic
Religiosi y
O e all
Religiosi y
Religiosi y AGCC
ELU
COS
GMM
OGCC
EMA
TF
SIGCC
Pe cei ed Pe sonal Values Pe cei ed Social Values
Ex ended sel
Sel -iden i y
(symbolic
Value)
Sel -image
(Sel -
P esen a ion)
Usabili y
(U ili a ian Value)
Expe ien ial
Value
P io i y o ma e ial
possession
P es ige
Signaling
Exclusi i y &
a i y
Luxu y-
Sus ainabili y
A i ude
Social
belonging
Ego-cen e ed
Value
Eco-cen e ed Value
CSR alue
Subjec i e
No ms
Sel
di e en ia ion
S a us Value
Sel -sa is ac ion
Vani y/P ide
Li e-
en ichmen
P oduc
Cha ac e is ic
Sel Exp ession
(Exp essi e
Value)
Supe io Quali y Emo ional alue
Aes he ics
Ex a agance
Sel -gi Gi ing
Con ol Va iable: Consume ’s Demog aphis
Luxu y Pu uchase
In ensions
Cul u al
O ien a ion
P e ec ionism Hedonic alue Ma e ialis ic Value Conspicuousness Uniqueness Social
Con o mi y
Sus ainable Luxu y
Value
Figu e 5. P oposed luxu y pu -
chase in en ions p edic o s
(LPIP) amewo k.
No e: Check Table 4 o Model
i ems de ails.
Al-Issa e al., Cogen Business & Managemen (2024), 11: 2285815
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In esponse o he iden i ied gaps, he cu en s udy con ibu es o he ield o luxu y ma ke ing
by p oposing a no el luxu y pu chase in en ions p edic o s (LPIP) amewo k (Figu e 5) om he
s andpoin o sel -cong ui y heo y. The no el y o he amewo k is de i ed om he inclusion o
comp ehensi e dimensions o each p edic o ha a e d i en by he li e a u e. Some dimensions
a e seldom o ne e been es ed in he e iewed s udies (Table 4). The model also sugges s
explo ing LPIPs unde he mode a ing e ec o cul u al o ien a ion as consume s di e en ly
measu e luxu y alues ac oss cul u es (S ępień e al., 2016; Zaka ia e al., 2021). Addi ionally,
he amewo k ecommends consume demog aphics, ha a e key o consume s’ e alua ion o
luxu y (Segal & Podoshen, 2013; Teimou pou & Hanzaee, 2014), as con ol a iables. As epo ed
by o me schola s, women a e mo e a ac ed o luxu y consump ion han men (Nwankwo e al.,
2014), luxu y belonging dimension is signi ican ly mo e impo an o women, people abo e 40Y,
pos -g adua es, and high-income g oups (Sha i e al., 2019), and ma e ialis ic li es yle is mo e
enjoyed by men and people below 40Y (Zaka ia e al., 2021).
6. Manage ial implica ions
Iden i ying and communica ing he alues ha a ge consume s seek o ul ill h ough luxu y con-
sump ion p o ides pa amoun in o ma ion o ma ke ing p ac i ione s. Global luxu y ma ke e s a e
ecommended o emphasize luxu y alues ha appeal o hei a ge s in hei ad e ising and posi ion-
ing messages. Fo example, alues like supe io p oduc quali y, pleasu e associa ing luxu y consump-
ion, and supe io social image would a ac a po en ial ma ke segmen like Muslims. A he same ime,
i is impo an o ecognize cul u al di e ences ha a e expec ed o a ec consume s beha io owa d
luxu y in o de o de elop mo e e ec i e ma ke -speci ic campaigns. Al hough consume s migh
app ecia e simila luxu y alues ac oss cul u es, collec i is s, o ins ance, a e mo e a ac ed by he
luxu y social alues like s a us signaling han he pe sonal alues. Fu he mo e, luxu y ma ke e s need o
be a en i e o he in luence o consume s’ eligiosi y and AGCC. Pu chase (in en ions) o highly eligious
consume s, o ins ance, migh be de e ed by he communica ion o luxu y as a means o indulgence,
ex a agan ma e ialism, sel -dis inc ion, and weal h display ha a e discou aged by majo eligions.
Whe eas highly accul u a ed consume s migh adop alues ha cha ac e ize he global ma ke place
like, ma e ialism, hedonism, and inconspicuousness. Thus, while a ge ing eligious Muslim consume s in
co e Islamic collec i is coun ies, like Saudi A abia and I an, luxu y ma ke e s a e ecommended o
gene a e b anding messages ha p esen luxu y pu chases as a way o signal one’s a o able sel -
image, achie emen s and success, as well as a supe io social s a us. Mo eo e , p esen ing luxu y
expe iences in a sense o ex a agan indulgence in luxu y is o be a oided as his image could
pa icula ly expel highly eligious Muslims. To a ge globalized Muslims in open socie ies like Kuwai ,
UAE, Lebanon whe e consume s a e engaged in he GCC communi y, luxu y b and manage s need o
communica e luxu y as a means o exp ess one’s iden i y. Wi h ega ds o sus ainable luxu y p oduc s,
empi ical s udies a e s ill insu icien . Al hough his alue migh be iewed cong uen wi h he eligious
and global alues, ma ke e s need o be cau ious in hei communica ion as i may demo i a es
consume s om pu chasing luxu y p oduc s. I is obse ed ha consume s pe cei e luxu y p oduc s
made o ecyclable ma e ial as low in quali y. Luxu y b and manage s a e, he e o e, ecommended o
enhance consume s’ awa eness o and a i ude owa d socio-en i onmen al issues and highligh he
ou s anding quali y and du abili y o sus ainable ma e ials especially i hey a e manu ac u ed in
coun ies wi h an excellen quali y epu a ion like Eu ope.
7. Limi a ions
The scope o his pape is es ic ed o s udies on Muslim esponden s. S udies conduc ed in o he
collec i is ma ke s a e missing. Thus, i could be aluable o e iew he collec i is luxu y ma ke
li e a u e looking o common alues and di e ences be ween collec i is luxu y consume s ha a e
wo h esea ching. Besides, his s udy does no compa e luxu y p edic o s ac oss cul u es. Re iewing
compa a i e s udies be ween indi idualis and collec i is ma ke s in his domain, ega dless o espon-
den s’ eligion, may assis in ha ing mo e insigh s in o luxu y consump ion in he cu en global ma ke .
Al-Issa e al., Cogen Business & Managemen (2024), 11: 2285815
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Page 21 o 26
8. Fu u e di ec ions
I is ad isable o empi ically es he p oposed amewo k o ha e a b oade pic u e o how would luxu y
pu chasing p edic o s a ec consume s’ beha io owa d luxu y. To o e come he sho comings o
p e ious s udies, we sugges es ing gene al, ep esen a i e samples o cu en and po en ial luxu y
buye s in u u e s udies. Pa icula a en ion mus be paid o po en ial luxu y ma ke s ha a e s ill unde -
esea ched.
The e is also a need o c oss-cul u al s udies o deepe insigh s in o cul u al in luences.
Unde s anding consume s’ pe spec i es in di e en coun ies is key. Compa a i e s udies in ol ing
mino i y g oups can p o ide be e insigh s o luxu y p ac i ione s looking o wa d o mo e
inclusi e ma ke ing s a egies. As well, u u e s udies migh compa e mo e open economies
(based on he KOF Globalisa ion Index) and less globalized (o en mo e conse a i e) coun ies
o illus a e he in luence o ma ke globaliza ion.
Quali a i e s udies can o e aluable insigh s in o consume s’ mo i es o buying (o no buying)
luxu y, as well as hei expe iences wi h i . We ecommend quali a i ely in es iga ing consume s’ iews
o eligious commi men and how hey jus i y hei high in en ions o pu chase luxu y. Finding can help in
sugges ing e ec i e b anding s a egies o global luxu y b ands app oaching po en ial ma ke s whe e
consume s gi e high impo ance o hei eligions. A no ewo hy me hodological con ibu ion could also
be achie ed by in e iewing luxu y b and manage s o unde s and how hey app oach consume s and o
wha ex en hei app oach elies on a ho ough unde s anding o hei alues and con ex .
Fu u e esea che s may also espond o Al-Mu awa’s (2013) call o conduc ing expe imen s o
con i m he ex en o which communica ing speci ic luxu y alues can enhance consume s’ a i udes,
pu chase in en ions, and ac ual buying beha io . This o e s ano he me hodological con ibu ion o
he li e a u e. Resul s may sugges e ec i e combina ions o luxu y alues ha a e cong uen wi h
consume s’ iden i ies o communica e h ough luxu y b anding ac i i ies. Tes ing di e en alues o a
ew luxu y b ands (e.g., adi ional luxu y and mass-luxu y) ac oss a ange o p oduc ca ego ies (e.g.,
u ili a ian and hedonic, low and high in ol emen , …) can enhance he gene alizabili y o he indings.
Expe imen s may also ex end Taylo e al. (2010) wo k by es ing he e ec o including eligious
symbols in ad e isemen s on consume s’ pe cep ion o and pu chase in en ions owa d luxu y
conside ing hei eligiosi y le els. This may p o ide be e insigh s o luxu y ma ke e s on he
selec ion o e ec i e message sou ces and con en o a ac a ge consume s.
Funding
This wo k was suppo ed by he NA.
Au ho de ails
Ne main Al-Issa
1
E-mail: [email p o ec ed]
ORCID ID: h p://o cid.o g/0000-0001-5936-0201
Na halie Dens
2
ORCID ID: h p://o cid.o g/0000-0003-0640-3727
Ing id Moons
2
Oma Ali
1
1
Depa men o Ma ke ing, Ame ican Uni e si y o he
Middle Eas , Egaila, Kuwai .
2
Depa men o Ma ke ing, An we p Uni e si y, An we p,
Belgium.
Disclosu e s a emen
No po en ial con lic o in e es was epo ed by he
au ho (s).
Supplemen al da a
Supplemen al da a o his a icle can be accessed
online a h ps://doi.o g/10.1080/23311975.2023.
2285815
Ci a ion in o ma ion
Ci e his a icle as: P edic ing luxu y pu chases: A new
comp ehensi e amewo k and esea ch oadmap,
Ne main Al-Issa, Na halie Dens, Ing id Moons & Oma Ali,
Cogen Business & Managemen (2024), 11: 2285815.
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